Analyzing the Attitude Mediation on the Effect of Virtual Tourism’s Telepresence on Tourist Satisfaction

Abstract

Virtual reality (VR) has emerged as an important immersive technology with considerable potential to transform tourism experiences and visitor satisfaction. This study investigates the role of VR-related factors in virtual tourism by examining telepresence and sense of presence as predictors of visitor satisfaction, while attitude is positioned as a mediating variable and perceived usefulness as a moderating variable. The study aims to provide a theoretical contribution by integrating these constructs into a comprehensive framework for understanding virtual tourism experiences. Data were collected through an online survey involving 320 respondents who had experienced virtual reality interactions. The collected quantitative data were analyzed using partial least squares structural equation modeling (PLS-SEM). The findings indicate that attitude and enjoyment do not significantly influence the experience of presence, while telepresence does not have a significant direct effect on visitor satisfaction. However, perceived usefulness demonstrates a significant moderating effect, highlighting its importance in shaping users’ responses to virtual tourism experiences. These findings provide theoretical insights and practical guidance for tourism managers and researchers seeking to develop immersive and technology-enabled tourism experiences. As immersive technologies continue to evolve, virtual tourism may become an increasingly important component of the future tourism industry.